Jan-pro.ca received a 75% close rate of leads delivered through new website
Delivering Leads That Close
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Transcript of Delivering Leads That Close
www.act-on.com | @ActOnSoftware | #ActOnSW
Delivering leads that close
www.act-on.com | @ActOnSoftware | #ActOnSW
Have a question?
www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s presenters
Judy LoganDirector, Customer & Partner Marketing
Jesse HellerDirector, Marketing
John MerticISV Alliances Manager
www.act-on.com | @ActOnSoftware | #ActOnSW
Today’s topics
• Crossing the Sales & Marketing Chasm
• Case Study: How FayeBSG delivers better leads
• Delivering better leads for your organization
www.act-on.com | @ActOnSoftware | #ActOnSW
Sales
Traditional Marketing and Sales
Marketing
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Real results are all that matter
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New world, new metrics
Visitors
Leads
Cost Per Lead (CPL)
Pipeline Contribution
Pipeline Velocity
REVENUE
Must measure revenue contribution!
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AdvocatesCustomers
Qualified Leads
Automate lead-to-revenue
Inbound Marketing
Marketing Automation CRM Customer
SuccessCustomer Advocacy
Engagement Platform for Complete End-to-End Customer Lifecycle
Known ProspectsAnonymous Visitors
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New imperative: Sales & Marketing alignment
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Poll: How aligned are your Sales and Marketing teams?
• We’re completely in sync• We rarely speak• We talk a lot, but it could be better• It’s complicated
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Lack of alignment is a business problem
8%Number of B to B companies who say that they have tight alignment--Forrester Research 92%
Which means that most companies do not have tight alignment
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Crossing the chasm
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Delivering leads that close makes YOU the sales team’s trusted ally
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Case study: FayeBSG
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Before Act-On + Sugar
• We had a marketing automation tool, but… We didn’t have an end-to-end lead management system
Didn’t communicate well with our CRM, Sugar Couldn’t efficiently capture leads to be actionable by Sales Couldn’t nurture cold leads, or track communications and
activities of our existing contacts and customers No ability to identify the hottest prospects
www.act-on.com | @ActOnSoftware | #ActOnSW
Now, we capture leads, provide intelligence
• Act-On website visitor tracking provides a trail
• Act-On forms capture lead contact information
• Lead data pushed from Act-On into Sugar
• All lead activity goes with the lead contact information
• My sales team has full access and visibility in Sugar
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Score leads to prioritize
Automatically give points to leads based on behaviors or profile attributes
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Sales visibility into their leads (hot prospects)
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Sales visibility into their leads (timeline view)
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Nurture, then score
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Example of nurture program
• Segmented by industry• Advertising & Specialty
• Triggered by engagement with other campaigns
• Act-On did the rest• Email notification when target
became a lead
• Passed to Sugar when engagement criteria are met
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Doing more, without adding staff
• Sales enablement and efficiency• They have information where they need it—in Sugar• Can prioritize leads based on behaviors & actions
• Website now a lead management engine• Inbound leads captured, appropriate action taken
• Campaigns professionally done• Easy to use, no need for agency or dedicated
creative services team
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AdvocatesCustomers
Qualified LeadsKnown Prospects
Anonymous Visitors
FayeBSG: lead-to-revenue system
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Result: happy & productive Sales people
“Since we added Act-On to Sugar, I am now able to quickly and easily access a wealth of marketing information in a single snapshot. The more in sync I am about how a potential customer is interacting with our web site and our company marketing initiatives, the better prepared I am to have a meaningful, relevant conversation.”
-- Joshua Estes, FayeBSG Account Executive
www.act-on.com | @ActOnSoftware | #ActOnSW
Interested in learning more or scheduling a demo…
MY DETAILS
Jesse Direct: 818-280-4820
Jesse Direct: 818-280-4820
[email protected]@fayebsg.com
www.act-on.com | @ActOnSoftware | #ActOnSW
Questions?
Judy LoganDirector, Customer & Partner Marketing
Jesse HellerDirector, Marketing
John MerticISV Alliances Manager